Starbucks Exceeds Goals with More Than 100 Million Starbucks K-Cup Packs Shipped
At the end of 2011, just two months after the launch, Starbucks Coffee Company (NASDAQ: SBUX) shipped more than 100 million K-Cup® packs and achieved a weighted All Commodity Volume distribution across all channels of approximately 71 percent.*
“Thus far, we've reached 11 percent dollar share in the premium single cup segment with Starbucks® Coffee K-Cup® Packs,” said Jeff Hansberry, president, Channel Development for Starbucks.** “Our focus with the initial launch has been on Keurig® Single Cup Brewer owners. Our next big opportunity will be to attract new customers to the category. We are confident the combination of the Starbucks Experience with the quality and value of Starbucks® Coffee K-Cup® Packs will ultimately make this a billion-dollar business over time.”
The growth of the premium single cup coffee segment has been explosive over the last several years, up 138 percent year over year for the 52 weeks ended January 1, 2012. Starbucks VIA® Ready Brew contributed to this growth with system-wide sales of $250 million in 2011.
